Advertising platforms are offering more automation tools. However, it is important to look at the bigger picture and not always view channels in isolation. There are several key examples when automation may not be the best solution for retailers using paid search.

Over the past few years there is no denying the huge investment Google has made in machine learning and their ever-growing offering of automation. As consumers we increasingly expect more from brands as we navigate the web, and with so many user signals to process, improvements in personalisation, bidding and creative testing can help retailers drive growth.

However, there is an argument to say that this shift doesn’t always have a positive impact, and in some cases automation is costing businesses money. So how do you know what is right for you? And when should you use it? In this article we’ll explore the pros and cons of automation and address some of the changes retailers may need to make in order for their Google PPC campaigns to work best for them.

The automated products available through Google predominately centre on bidding, but also an increasing shift towards more dynamic and responsive ad messaging and ad placements.

When it comes to bidding and automation the best approach for you will vary depending on your objectives. If driving traffic is your goal you may want to maximise clicks, whereas if you are aiming to drive conversions you’ll want to focus on smart bidding techniques such as targeting ROAS (return on ad spend), maximising CPA (cost per acquisition) and not forgetting the more recent Smart Shopping, which “combines Standard Shopping and display remarketing campaigns, and uses automated bidding and ad placement to promote your products and business across networks.”

When may automation not be your best route?

While the shifts towards automation are positive, there’s also a need to consider when and why this may not be your best route for you. You may feel you are falling behind industry best practices by not rolling new features out, but it’s important to remember Google doesn’t know your business as well…

You can read the article in its entirety, on the official website of Econsultancy

Thanks a lot, Econsultancy… I hope your thoughts, your geniuses can have as much resonance as possible.